This half-day course is split into three chapters:

1. Audience segmentation and targeting
2. Storytelling and writing with impact
3. AI, social media and newsletters

The course forms part of the Comms & Marketing Playbook series, designed around the skills that Communications Directors want their teams to master. These sessions prioritise engagement and content retention, so you can expect dynamic and creative visuals, as well as interactive exercises to fully embed new skills. We also leverage the power of “story-driven training”, looking at public sector case studies together with Disney classics to make key strategies and tactics more memorable.

This course will show you how to use complex research methods to gain rich insights about your audiences, using that data to segment and target your audiences for all your communications. We will also introduce the EAST and COM-B frameworks to broaden your understanding of behaviour change campaigns.

We will also share useful storytelling frameworks - including the Pixar model - to help you craft narratives for your organisations, your campaigns and your case studies. Alongside the theory of storytelling, we will cover key copywriting principles and tips to support both your everyday writing as well as important speeches, web copy and more. Our final chapter will demonstrate how you can utilise your new copywriting skills across social media and newsletters, and will share principles for design, trends and engagement. We will also discuss how you can position yourself as the AI expert within your organisation, using a range of useful platforms and prompts.

This course is for you if you want to:  

• Understand how to segment and target audiences
• Use creative storytelling frameworks to improve your campaign and organisational narratives
• Improve your copywriting skills across a range of platforms
• Better understand AI and how to apply it across everyday functions
• Improve the impact of your social media channels and newsletters
• Gain a better understanding of behaviour change campaigns and frameworks

Here is what you can expect from this course:

This course is split into three chapters:

1. Audience segmentation and targeting

We’ll start the day with research techniques, audience segmentation and targeting, using a range of tools from the world of marketing. We will also introduce behaviour change campaigns and run through the EAST and COM-B frameworks.

2. Storytelling and writing with impact

We'll learn how to develop compelling narratives and messages using storytelling frameworks, as well as embed essential copywriting principles to drive impact with your audiences. We’ll also examine the roles of messaging in your campaigns, looking at message matrices, phasing, and hierarchy.

3. AI, social media and newsletters

This chapter will demonstrate how to position yourself as the AI expert within your organisation by integrating AI platforms and techniques into your daily work. We’ll also explore key principles for design, content creation, trends and wider best practices to drive impact across social media and newsletters.

Who should attend?

Public sector communications and/or marketing staff, particularly those who manage campaigns and/or owned channels including social media, newsletters and websites.

About the trainer: 

Anil Manji is a communications specialist with experience across the UK Government, NHS, agencies and charities.

He has worked across several major public sector campaigns, including in the Prime Minister’s Priority Campaigns team, where he led campaigns for both COVID-19 and COP26 Climate Change Communications.

Anil has worked with some of the biggest brands in the world, including the BBC, Wimbledon, P&G, Sky, WWF and the United Nations, and now runs Kudu Communications, which trains teams in advanced comms and marketing skills.

From multi-million pound budgets to delivering impact at no cost, Anil is an expert in strategic communications, PR, campaigns and marketing. In 2023, he was named as one of the UK’s top young comms professionals in the UK for his work on behaviour change campaigns and his creative PR stunts, including the placement of a Formula-E car onto Downing Street and a film premiered to world leaders in partnership with Blue Peter.

On top of his work in the UK Government, Anil has also led campaigns for the NHS, bringing together numerous health campaigns under a new, unified brand. Outside of the public sector, he started his career in advertising on M&S Christmas campaigns, P&G haircare, and a pro-bono United Nations campaign which won a PR Gold Lion at the Cannes Festival of Creativity. He was also Head of Communications & Marketing for the charity London Sport, where he made his debut on TV and radio promoting better sports and health outcomes in the capital.